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                                <span class="author"><a href="/u?app_id=1536772418649166&wfr=pc&fr=new_dtl"
                                                        target="_blank">IT桔子</a></span>
                                <span class="time">2018-05-09 16:28</span>
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阅读：109
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                            <p style="background: red"></p>
                            <div class="abstract">
                                摘要：作者：伍玥拼多多百万悬赏造谣5月7日，拼多多针对近期网上流传的「女子砍价被骗50万上吊」、「夫妻砍价被扣60万跳楼」、「砍价被盗银行账号」等谣言，发布百万悬赏，意欲揪出幕后黑手。极速成长的拼多多为什么
                            </div>
                            <img style="display: block;"
                                 src="https://timg01.bdimg.com/timg?pa&imgType=0&sec=1439619614&di=7913ae633c528b6b6858454d176cb623&quality=100&size=b980_10000&src=http%3A%2F%2Fpic.rmb.bdstatic.com%2Feb4e44f084c736e21730a6ce5bed07b8.jpeg">
                            <p style="margin: 10px 0;"><span class="bjh-p">作者：伍玥</span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-hr"></span><span class="bjh-p"><span
                                    class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span
                                    class="bjh-strong">拼多多百万悬赏造谣</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">5 月 7 日，拼多多针对近期网上流传的「女子砍价被骗 50 万上吊」、「夫妻砍价被扣 60 万跳楼」、「砍价被盗银行账号」等谣言，发布百万悬赏，意欲揪出幕后黑手。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p><img
                                style="display: block;"
                                src="https://timg01.bdimg.com/timg?pa&imgType=0&sec=1439619614&di=e5f9d8b678abf319b116b694ef0d4935&quality=100&size=b980_10000&src=http%3A%2F%2Fpic.rmb.bdstatic.com%2F52d86ce8ab00d41c0478bacc1df04fd5.jpeg">
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span
                                    class="bjh-strong">极速成长的拼多多</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span
                                    class="bjh-p">为什么是拼多多遭到如此的诽谤，受到有组织、有预谋的摸黑？恐怕和拼多多高速增长相关。</span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">纵观拼多多的成长历史，不难发现，这是一家迅速成长的公司。<span
                                    class="bjh-strong">他的高速增长与拼多多的产品定位、电商社交属性以及背后资本的支持不无关系。</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">相信很多人第一次听说拼多多是基于朋友圈、微信群的：「帮我砍一下」、「低价」、「拼团购」等关键词，<span
                                    class="bjh-strong">拼多多抓住的正是对价格敏感的用户。</span>这些人对价格敏感，拼多多平台中大量的低价、便宜、花哨的商品正符合他们的胃口。反观淘宝、京东，这些已经做大的电商平台已经在逐步摆脱低价、便宜、粗糙的印象。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-strong">正因为这种差异化的竞争，助力拼多多在红海中逆袭，同时通过拼多多基于微信的社交裂变，迅速获取了更多的用户。</span></span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">说道拼多多的社交裂变，与拼多多拼团、砍价的模式相关，用户在购买产品时，可以在微信向自己的亲朋好友发起拼团，拼团成功，参团的用户均可以获得低价的产品。这种增长，与「增长黑客」相当，让拼多多在一分钱没花的情况下获取了上亿用户。<span
                                    class="bjh-strong">在流量越来越贵的今天，拼多多能够低价获得客户，后来者居上。</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">此外，拼多多的拼团、砍价模式能够在短时间内让用户集中在某一产品上，在同一时间形成流量峰值，造就爆款商品，迅速完成从流量到交易的转化。这意味着，平台上的流量高度集中，转化率最高。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">除却拼多多自身的增长外，拼多多的发展也基于资本的助力。<span
                                    class="bjh-strong">IT 桔子资料显示，拼多多成立于 2014 年，分别在 2015 年、2016 年获得过 2 轮融资，后拼多多快速成长为独角兽企业，被列入科技部 2017 独角兽名单。</span></span>
                            </p><img style="display: block;"
                                     src="https://timg01.bdimg.com/timg?pa&imgType=0&sec=1439619614&di=f4b707e39b27ce3cdaff2026d9a439ab&quality=100&size=b980_10000&src=http%3A%2F%2Fpic.rmb.bdstatic.com%2F1a470d118637ccbb6fdb8e4b18dceeb1.jpeg">
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">资本的注入也给了拼多多发展的空间。拼多多官显示，自拼多多 2014 年上线以来，用户数量及日单交易流水持续增长，至 2017 年 9 月，拼多多用户数量已达 2 亿。</span>
                            </p><img style="display: block;"
                                     src="https://timg01.bdimg.com/timg?pa&imgType=0&sec=1439619614&di=ecace2b8886e520e5e24b8cedb0c7500&quality=100&size=b980_10000&src=http%3A%2F%2Fpic.rmb.bdstatic.com%2F943c3b376279f5ab7c5532384c8b536d.jpeg">
                            <p style="margin: 10px 0;"><span class="bjh-p">多种因素的组合，造就了拼多多的「奇迹般」的增长，但高速增长的背后，不无隐患。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span
                                    class="bjh-strong">为什么是拼多多</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">那么，拼多多究竟做了，什么这么「招人恨」？<span
                                    class="bjh-strong">这一切恐怕离不开拼多多的模式——拼团模式和砍价模式。</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-strong">「拼团」听上去和团购类似，利用人头来减价。</span>不同的是拼多多官方会定期送出各种袜子、裤子、衣服、热水壶等等各种商品，用户可以通过拉人头来免费获得。这种方式能够帮助拼多多迅速的获得用户。这种模式已经是电商通用的模式之一，电商巨头淘宝、京东也有类似模式的产品：聚划算、京东团购。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">但是和其他低价团购一样的是，<span class="bjh-strong">拼多多的团购也存在劣质，假货等问题，这是消费者质疑拼多多的原因之一。</span></span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-strong">此外，争议最大的莫过于拼多多的「砍价」模式，</span>虽然通过这种模式，拼多多获得了高速增长，并超过其他同类产品，最快速的吃下了微信的社交红利。但是这种模式也给拼多多带来了十分严重的负面影响。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">在砍价模式中，用户不需要任何金钱成本即可享受低价的产品，因此，不少投机取巧的用户选择通过其他渠道来为自己砍价，这其中就包含通过第三方购买「砍价」用户的机会。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">当这种渠道十分成熟便利时，也就意味着，拼多多原本意欲通过用户自身分享增长的方式变为了用户购买减价几率的情况，而这种减价成本有时远高于产品本身，因此带来一系列的负面影响，甚至不亚于当年网易的「1 元购」。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">因此，「女子砍价被骗 50 万上吊」、「夫妻砍价被扣 60 万跳楼」、「砍价被盗银行账号」等谣言一经传出，就有不少消费者相信。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">正也是这样的弊端存在让攻击拼多多成为了一种变相的「政治正确」。因而可以看到网络上很多人对拼多多表示不满，甚至愤慨，乃至于诞生出「今日」，这种有组织、第三方操作的规模化的摸黑拼多多。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">实际上，用户有足够的权利去表达对拼多多的不满，<span
                                    class="bjh-strong">但是这种正确应该建立在对拼多多商业模式的质疑上，而不是抓住拼多多的负面不断放大甚至讹传谣言。</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">此前，4 月 5 日，河南平顶山警方对发布「公安部紧急通告：红包、砍价、拼多多皆为骗局」谣言的网民陈某，依法做出行政拘留三日的处罚。此外，放任他人传播谣言的微信群主王某，也因违反《互联网群组信息服务管理规定》，被警方批评教育。</span>
                            </p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">作为电商行业中的佼佼者，拼多多有着商业模式上的优势，通过出色的运营，拼多多能再电商红海中投射出的浪花不难预料。<span
                                    class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">在新零售时代，当巨头们不断探索线下资源的时候，拼多多以黑马的姿势杀出了一条血路。带给老牌电商的反思不应该只是自己商业模式的壁垒，更应该思考，<span
                                    class="bjh-strong">在线上线下融合的新零售时期，如何以更开放的姿态拥抱用户的需求。</span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p"><span class="bjh-br"></span></span></p>
                            <p style="margin: 10px 0;"><span class="bjh-p">END</span></p>
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